Presentation Handout

Harvey Lamb
[Grab your reader’s attention with a great quote

Coca-Cola’s “Things go better with

Coke” campaign inspired brand slogans
such as “I’m Lovin’ It” and “Just Do It”
Brands realised that instead of selling
just a product selling a positive
experience or emotion would be the
way forward for advertisements and
slogans.

Hula-hoops originated from Native

American hoop dances, a visual way of
storytelling using hoops as props often
symbolising different animals in the
story. The first hoops were made from
grapevines, rattan, dried willow or stiff
grasses before eventually being turned
into the plastic hoops we see today.

from the document or use this space to emphasize a

In 2023 Netflix made 33.7 billion dollars

in revenue and Spotify made 14.4 billion.

key point. To place this text box anywhere on the

page, just drag it.]
 On Black Friday in 2015 Argos saw a 45%
growth in sales and in December of 2023
they saw a 7.1% increase.

Since the second world war ended in

1945 America was trying to find its
footing once again.
This led to factories producing goods
more than ever as well as using the new
technology to promote them.
This coincided with more economic
prosperity in the US allowing the general
population to purchase luxury items that
had been able to reach wider audiences
through television, billboards, radio and
magazines.
This grew a consumer culture lead by
recognisable brands that were using the
newfound media outreach and mass
Coca-Cola made massive strides with their factory production to grow a larger
already established brand having celebrated customer base.
their 75th anniversary they continued to
relentlessly expand their brand and marketing
techniques.
In 1961 Coke released Sprite, a lemon and lime
flavoured drink that would help them gain
customers that might not like Coke's iconic
flavour or Fanta’s relatively new one
In 1963 they released TaB, their first diet drink
containing 1 calorie, to allow consumers to
enjoy the coke flavour without any possible
health detriments they believe they might have
from consistently having a drink with such a
high sugar content, attempting to erase
negative connotations of coke being unhealthy
to drink.
"Things Go Better With Coke" was their
massive marketing campaign that started in
1963. Coke used celebrity endorsements to
further push their brand onto consumers with
singers such as Ray Charles and Arethra
Franklin singing the jingle and having sporting
personalities such as Joe Namath (NFL) and
Arnold Palmer (Golfer) endorse Coke on
television. Using celebrities gave Coke a face
and a voice that the people recognised and
would connect with coke making them trust
the brand as their favourite singer or sports
icon was supporting them.
 Fad- any form of collective behaviour
that develops within a culture,
generation or social group in which a
group of people enthusiastically follow
an impulse for a short amount of time.
Hula-hoops had already become a
phenomenon in Australia in 1957 as
Toltoys had developed a plastic model
that sold for less than $2 managing to
sell 400,000 units in 1957 alone. Toltoys
had a working relationship with Wham-O
toy company in California and the
American company began to
manufacture a new design using Marlex
plastic.
The first known advertisement for these
new hula-hoops was seen on June 16,
1958. With giveaways and nationwide
marketing, the fad truly began in July of
1958 as 25 million units were sold in just
4 months and within 2 years the
company had sold 100 million hula-
hoops across the nation.
Wham-O would stop producing hula-
hoops until 1965 where they added a
small ball bearing to the design which
would result in a "whoosh" sound when
used.
[Grab your reader’s attention with a great quote
from the document or use this space to

Consumerism has only grown since the 60s as media is more accessible than ever through
mobile devices and social media apps such as Instagram, Twitter (or X), Tik Tok and
Facebook.
Events such as Black Friday and Cyber Monday encourage people to buy things at a
discounted price for a limited time playing into society's fear of missing out.
There are many holidays based around gift giving, consuming candy or food and seasonal
products. Valentines Day, Christmas, Halloween, Thanksgiving and Easter all encourage
people to buy things for other people while festive decorations or toys are being sold
making them feel limited and special to the holiday they are being marketed alongside.
Even days such as bonfire night or the fourth of July encourage people to purchase items
they wouldn't normally buy due to tradition or celebration such as fireworks and sparklers.

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Much of modern-day consumerism is
based on subscription. As media has
entered a digital age companies such as
Netflix and Spotify have grown
exponentially as they allow subscribers
to access a seemingly unlimited amount
of content for a fixed rate per month or
year. This makes the companies have a
guaranteed consumer base and flow of
revenue as people must continue to pay
to keep on accessing the content they
provide. Platforms such as Netflix and
Disney Plus also invest in exclusive
content that you can only access though
their platform creating a need for people
to keep their subscription so they don't
miss out on any new and original show or
film they release or any continuation of
their favourites such as Sex Education or
The Mandalorian.
Subscription based services have become
more widespread throughout the 2010s
and into the 2020s as people in the
modern-day care most for convenience.
Amazon Prime lets people have free
delivery on any orders they make on the
amazon website but also allows them
access to the prime video streaming
platform. Hello Fresh is a company that
delivers fresh ingredients and recipes to
your door making food planning and
dieting more convenient as it is planned
out for you, and you just have to follow
the instructions.
Many companies have a loyalty system
where the more you use the app to buy
things from the companies the more
"free" things you can consume. For
example McDonalds have a points
system where every penny you spend is
equal to one point. Collect enough points
and you can purchase items off the menu
free of charge. Chain Cafes have apps
that once you make 9 or 10 purchases
you get a free drink of whatever you like.
This not only encourages you to spend
more but it encourages you to return and
keep spending more keeping you in their
customer base.
In the fourth quarter of 2023 Netflix had
260million subscribers worldwide and
Spotify had 226million